Why is this work relevant for Brand Experience & Activation ?

Popo’s Kitchen provided Uber Eats’ customers with a unique food experience: this virtual restaurant allowed them to order signature dishes of local Popos (Grandmas) and learn the stories behind each one. These kinds of traditional, home-cooked Cantonese dishes have been disappearing in Hong Kong because people don’t have the time to cook, plus food delivery apps have made Western-style fast foods more accessible. So by activating the brand in such a locally-relevant way, and providing a solution to a real problem, Popo’s Kitchen gave Uber Eats a powerful point of difference and improved the brand’s reputation in the market.

Background

Uber Eats was the latest food delivery app to launch in Hong Kong and badly needed a point of difference. Compounding the problem was the fact that Uber, the ride-sharing service of the same name, was made illegal in Hong Kong, complicating Uber Eats' reputation from the outset. Our objectives were to enhance Uber Eats’ reputation, differentiate it from its many competitors, and ultimately make it the most loved food delivery app amongst hardworking Hong Kongers.

Describe the creative idea (20% of vote)

We opened a virtual restaurant, “Popo’s Kitchen”, where Hong Kong Grandmothers prepared their signature dishes and we made them available only on Uber Eats. Popo’s Kitchen menu became a sanctuary for traditional family recipes with every dish telling a story. We also created short videos showing people how to make the dishes at home, further ensuring each recipes’ survival. By fulfilling Hong Kongers’ craving for traditional home-cooked foods and showing real appreciation for local food culture, Uber Eats proved they truly understood their audience, repairing their reputation and establishing themselves as the most loved food delivery app.

Describe the strategy (20% of vote)

Our strategy was to position Uber Eats as the solution to a local problem, and in the process address the negative perceptions of the parent brand. The local problem was this: home-cooked Cantonese cuisine was dying out. While food delivery services like Deliveroo and Foodpanda had brought unprecedented convenience and choice to people’s lives, they had done so at a cost. By increasing the availability of Western-style fast foods, they had led to a decline in opportunities to enjoy traditional Cantonese dishes. We saw this as an opportunity. A way to anchor Uber Eats’ offer in the culture and concerns of local people and win their hearts (and stomachs).

Describe the execution (30% of vote)

As a virtual restaurant, Popo’s Kitchen was only reachable through the Uber Eats app or website. There, customers could order the Popos’ dishes and learn the stories behind each one. To raise awareness of Popo’s Kitchen and drive people to place an order, we implemented a comprehensive social media campaign. On Uber Eats’ Facebook, we launched several teasers for Popo’s Kitchen on the lead up to its launch. One by one, the teasers introduced the Popos, highlighting their endearing personalities and their delicious dishes. For the launch, we posted a full campaign video which ended with a discount code to encourage first-time orders. We also shared How-To videos and invited Hong Kongers to submit their own family recipes to be added to the restaurant’s menu. All this was accompanied by a sophisticated PR campaign which was amplified by popular, local news outlets and blogs.

List the results (30% of vote)

Popo’s Kitchen didn’t just turn around public opinion, it propelled Uber Eats to become one of the top food delivery services in Hong Kong, right up there beside our long-established competitors. By preserving local food culture, we won hearts and secured brand affinity. 27 ‘Popos’ employed 15,682 recipes shared 58 forgotten recipes introduced 1.5 million earned media